TechTarget Launches Purchase Intent Targeting Platform

US publisher TechTarget has launched a service to help B2B technology organizations use purchase intent data to engage and convert individuals who are directly interacting with their advertising.

TechTarget offers access to hundreds of technology-specific web sites, and a broad range of custom advertising, branding, lead generation, and sales enablement solutions. The firm also has a Research division, which taps into its subscribers' real-time purchase intent data to engage technology buyers and develop a range of new intelligence and reports.

Called the 'IT Deal Alert Priority Engine Brand Accelerator', the new platform delivers direct access to the most active accounts and named prospects conducting pre-purchase research in specific tech markets, and then targets e-mail and banner campaigns to currently active prospects and accounts with relevant intent. Additionally, the platform can be used to optimize communications based on new interest and response. If users run both lead generation and digital ad targeting campaigns alongside their Priority Engine subscriptions, the publisher continuously synchronizes data from all three different systems (Priority Engine, e-mail response and banner response) to drive the highest level of engagement possible. Then, if key accounts fail to engage with users' content via e-mail, TechTarget dials up banner targeting.

Andrew Briney (pictured), SVP of Products, comments: 'Priority Engine's Brand Accelerator provides a reliable way for customers to know when their ads have influenced specific accounts, identify and engage active prospects at those accounts and determine how much of their total addressable market they have penetrated. This is a much more advanced method than typical programmatic- or data-targeting approaches which don't have in-depth insight into active accounts and active prospects or the specific niche B2B tech content they are researching right now'.

Web site: www.techtarget.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.